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Keywords: Credibility of the post
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Journal Articles
Journal of Advances in Management Research (2024) 21 (2): 311–330.
Published: 23 February 2024
...Ariba Khan; Zebran Khan; Mohammed Kamalun Nabi Purpose The purpose of this paper is to investigate the moderating effect of homophily between trust in social media influencers (SMIs) and credibility of the post in influencer marketing by incorporating the similarity attraction theory (SAT...
